TOURISM

MARKETING
BY:
INYANG UFFIA
 CONTENTS
1. Meaning of Tourism Marketing
2. Tourism Marketing Strategies:
a). Segmentation
b). Mass marketing
c). Niche marketing
 1. MEANING OF TOURISM
• Tourism marketing refers to MARKETING
the process of promoting and selling destinations,
attractions, and services to potential travelers. It involves various strategies and
techniques to attract and engage target audiences, with the ultimate goal of increasing
visitor numbers and revenue for a specific destination or tourism-related business.

• Tourism marketing is also the process of promoting and advertising a particular

destination to attract visitors. It involves creating strategies and campaigns to showcase
the unique attractions, activities, and experiences offered in a specific area. This could
include advertising through various channels such as social media, travel agencies, and
tourism websites, as well as creating partnerships with local businesses and
organizations to enhance the overall experience for tourists. The goal of tourism
marketing is to increase awareness and interest in a destination, ultimately leading to an
increase in tourism and economic growth for the region.
 TOURISM MARKETING STRATEGIES:
a). Marketing Plans:
Tourism marketing plans are comprehensive strategies that outline the goals, target
audience, promotional activities, and budget for marketing a specific destination or
tourism-related product. These plans typically include an analysis of the destination's
strengths, weaknesses, opportunities, and threats (SWOT analysis), as well as a detailed
breakdown of the marketing tactics to be used, such as advertising, public relations, digital
marketing, and partnerships with travel agencies or tour operators.
Travel market segmentation in tourism
 b). Segmentation
• Segmentation in tourism marketing involves dividing the target audience
into specific groups based on demographic, psychographic, and
behavioral characteristics. This allows marketers to tailor their messaging
and promotional efforts to different segments, ensuring that the
marketing content resonates with each group. For example, segmentation
may involve targeting adventure-seeking millennials, luxury travelers,
family vacationers, or eco-conscious tourists, each with tailored
marketing messages and strategies.
 Mass Marketing
• Mass marketing in tourism refers to strategies that target a broad audience without
specific segmentation. This approach may involve advertising in mass media channels
such as television, radio, or billboards, aiming to reach a large number of potential
travelers. While mass marketing can create broad brand awareness, it may lack the
precise targeting and personalization of segmented marketing approaches.
• Mass marketing is a marketing strategy that aims to reach a large audience with a single
message or campaign. It involves creating a universal message that appeals to the widest
possible audience, regardless of their individual needs or preferences
Niche Marketing
 Niche Marketing
• Niche marketing involves targeting a specific, specialized segment of the tourism
market, often defined by unique interests, preferences, or activities. This could include
marketing strategies tailored for niche markets such as culinary tourism, wellness
retreats, adventure sports, cultural heritage experiences, or eco-friendly travel. Niche
marketing allows destinations and businesses to differentiate themselves in a
competitive market and appeal to specific, high-value traveler segments.
Thank you!